Research revealed that Gorgeous Comfort delivers a sensory experience with quilted pillows of softness. When we talked to people about ‘comfort’, they were very emotive – everyone had their own personal thing that was comforting to them.  This insight led to us to create a ‘Little Book of Comfort’, a DM piece that was not obviously marketing literature.

Results: a response rate of 8% (4% over the industry average). 87,438 coupons were redeemed and base volume sales increased by 2.8% compared to the same period in 2010.